What made Apple’s site crash so fast?

Apple’s iPhone 17 series has opened to a record-breaking response in China, with pre-orders surpassing last year’s iPhone 16 lineup in just a minute of sales going live. According to reports, orders on JD.com, one of the country’s biggest e-commerce platforms, outpaced the entire first-day tally of the iPhone 16.

The demand was so overwhelming that Apple’s official website briefly crashed, while several buyers reported payment delays of up to five minutes before their orders were confirmed.

The iPhone 17 Pro Max has emerged as the most sought-after model, with pickup slots in Shanghai filling up within 20 minutes. In Guangzhou, delivery dates are already stretched to mid October. The standard iPhone 17 has also seen strong demand, with the 256GB version becoming especially popular.

Analysts say Apple has carefully segmented its lineup to attract a wide user base. “Each model appeals to distinct needs, driving a robust wave of purchases,” said IDC’s Nabila Popal.

Meanwhile, the ultra thin iPhone Air, designed as an eSIM only device, has yet to launch in China due to pending regulatory approval.

Apple analyst Ming Chi Kuo noted that production for the iPhone 17 series is planned about 25% higher than last year’s models, yet delivery delays are only slightly longer, a sign of stronger demand. Market tracker TrendForce estimates shipments will be around 3.5% higher than the iPhone 16 lineup, with Pro models driving most of the growth.

With such momentum, the iPhone 17 series is expected to give Apple a solid boost in its quarterly performance, even as attention begins shifting to next year’s more radical iPhone upgrades.